Where do you even begin, and how do you do it properly, with marketing strategies? Dive into this blog and listen in on this podcast to get the lowdown on the essentials of Medical Spa marketing, including what to focus on and avoid.
How are you bringing in customers as a Med Spa owner? Instead of having an “if I build it they will come” attitude, success in this industry is determined by how well you utilize social media, content, and customer engagement.
Social Media Marketing for Med Spas
Social media is a huge influence in today’s world for products and services. For medical spas, it can be used to educate, inform, and engage with existing patients, new possible patients, and even colleagues.
Facebook, Instagram, YouTube, and even TikTok are the platforms you should focus on for med spas. Instagram seems to be the largest influence on this space in the healthcare industry.
Instagram for Medical Spas
This is the “sweet spot” for med spa marketing. The use of hashtags makes visibility easier if they are used correctly. It’s important to take advantage of these hashtags because they can serve a big purpose in your practice by narrowing down your target audience for your content.
Yes, hashtags can also be used on Facebook, but they are much more effective on Instagram. People can follow hashtags on their Instagram which puts the content on their “feed”. It’s important to use hashtags that have posts already because that means it already has a large following.
When you post your content with hashtags, be creative. If you are posting about Botox, you could use hashtags that are more focused on the type of patient, like mothers. Just make sure you aren’t abusing hashtags, don’t overuse them, and don’t get too wordy with them either.
Influencer Marketing and Med Spas
You have to remember that influencers aren’t necessarily people with thousands of followers, it could just be someone with a few hundred or a thousand followers that influences a certain group of people.
There are two big reasons influencer marketing has a good impact on medical spa marketing; you can reach new audiences through an influencer, and you can get a social proof patient testimonial out of it.
It’s important when engaging in influencer marketing to ask yourself, “Who is engaging?” “Does it match the audience you are looking for for your content?”, and “Are their followers just following what the influencer is posting, or are they purchasing these products and services as well?”.
Med Spas and TikTok
The important thing to remember here is that most TikTok users are of the younger audience. This means you can use this platform to market services for the younger generations like dermaplaning, chemical peels, facials, laser hair removal, and more.
YouTube for Medical Spas
This carries a big potential for a hosting platform for med spas. Before and after photos can be used in videos to help promote your services at your practice. YouTube is similar to Google in that users can search exactly what they’re looking for, so it’s important to make sure your titles and descriptions are accurate to what people may search for.
Content Marketing for Medical Spas
Consistency is one of the top priorities when it comes to content for social media, as well as your website. You have to be willing to commit to being consistent throughout your content marketing strategy.
Content Schedule
One of the biggest tips we can give you is to schedule your content ahead of time, especially videos. Remember, videos don’t need to be more than 60-90 seconds long, so you can record many videos all at once in a 30-minute timeframe.
If you stay ahead of schedule, you can plan videos a month ahead, and then spend time scheduling out when you’d like to post them. Don’t worry about having fancy camera equipment, nowadays, an iPhone 11 or better takes great quality videos for you.
Equipment for Video Marketing
As far as equipment goes, lighting is an important thing to keep in mind. If you purchase one of those ring lights you can find on Amazon, that will get you to where you need to be. You can upgrade your equipment later on once you figure out a content routine.
Content Topics for Your Med Spa Website and Social Media
You could always push your content out to a specific niche, such as CoolSculpting, injectables, and more. Hashtags and branding will help you greatly when it comes to getting your website and content seen.
Some things you can create videos for will be up to you, however, we suggest you use popular FAQs and keep it educational. These things may include questions like:
- “What is the treatment like?”
- “How is it done?”
- “How long does it last?”
- “How often should I get it?”
- And more
In medical spa marketing it’s important to use your before and after photos, as long as you have the proper permissions from your clients. Before and after photos will help give a live demonstration of what your prospective patients can expect from what you offer.
Distribution of Content for Med Spa Marketing
How you distribute your “big idea” content will play a large role in how well your med spa marketing strategy performs. This will help you stay consistent with your content.
For example, for videos, you can have a focus theme every month and dissect that idea into many different pieces. You should always dissect content in every way possible. For example, you can split injectables into before and afters, who is a good candidate, patient testimonials, how long does it take, and more.
On the other hand, your service pages should have subspecialty pages on your site. For example, an injectables page should have separate pages for Botox, Juvéderm, and so on, and then you can focus on the more specific things in blogs.
Reputation Management for Medical Spa Marketing
Patient reviews are important and it’s vital to focus on building your reputation proactively. You should be actively collecting reviews from patients who had a positive experience at your medical spa.
To be competitive in this market, you need to make sure your reviews are easily accessible to those who are looking at your practice. Reading other reviews on a website plays a large role in the decision-making process when it comes to choosing where to go for med spa services. It’s important to remember that reviews are the largest influencer of ranking for your Google My Business on a Google search.
One of the biggest competitors for medical spas is plastic surgeons. The biggest difference is the training and expertise of your staff and providers since plastic surgeons don’t necessarily perform these types of procedures as often.
At a medical spa, services are performed thousands of times a week, so this is a good point to promote this in your marketing along with the training and education your practice holds.
On-Site SEO and Paid Advertising for Med Spas
SEO
Focusing on the right keyword per page is important for medical spa SEO. If you want to rank for a keyword, create a page for it. Don’t put all of your information on the home page, which is mostly used to rank who you are, and the treatment pages rank for what you do and what you provide to patients. Including FAQs on your treatment pages will help greatly improve your ranking on a Google search.
If you have more than one location, you need to have a page for each, because this will help you rank for the “near me” searches when patients are looking for certain treatments or services near them.
Paid Advertising
Social media helps promote ads more naturally. They are part of the feed and help patients warm up to you and who you are. You should try to avoid a hard sale ad and use social media to post to your home feed that includes content or videos that patients can relate to or fun things they can engage and interact with.
You can use videos, downloadable content, quizzes, resources, and more to let them understand your practice. Social media is important to get patients to know you before you sell to them. If you use advertisements on social media it can come off as too harsh, however, posting your other content here can help them feel comfortable before visiting your website.
On the other hand, Google ads are based on the intent behind the search. Patients are searching specifically for these treatments and procedures, making it a warm sell.
Emails
For medical spas, monthly newsletters are recommended. You can also offer a rewards program for certain services they sign up for. You can also use emails to remind patients of services that need consistent services, for example, Botox typically needs to be done every 3 months.
Moving your patients from point A to point B is important. For example, this would mean that Botox is the “gateway” to what they may need next, like fillers or a facelift.
Tracking
One of the most important things when creating a marketing plan is to have tracking set in place. This will help you determine if what you are doing is working and how you can improve. Some things to consider are:
- Google Analytics – This tool tracks website traffic, goals, conversions, and more
- Google Search Console – Helps track organic traffic
- Call tracking – There are so many options for this tool, but it seems to be overlooked. If you don’t use call tracking, you may miss out on 50% or more of your data
Wrapping up Marketing for Med Spas
The biggest takeaway from this podcast and blog should be the importance of social media and content marketing. Videos are a vital part of marketing your medical spa to keep your current patients and bring in new ones. Here at Intrepy, our expertise and guidance can help you and your medical spa reach your goals in marketing.
Tweetable Quotes:
“The most important thing to have in mind is – plan ahead; especially in content creation, on the video side, a month in advance.” – Justin Knott
“This is about to be your explosion and dominance on injectables online with social media…”- Kelley Knott
“Focus on educating and providing value to patients 90% of the time.” – Justin Knott
Resources Mentioned:
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Thanks for listening. Justin & Kelley Knott
